What Web Businesses Can Learn From Online Gambling

Abstract: learn how to​ gain visitors' trust by studying how online casino websites have overcome enormous obstacles to​ building trust among site visitors.

Online gambling is​ one of​ the​ fastest growing segments of​ ecommerce in​ the​ US,​ an​ especially impressive feat since it​ is​ illegal in​ the​ US. Due to​ their illegal status,​ gambling sites face high hurdles in​ the​ advertising and promotion arena as​ well,​ since most US-based online media companies,​ most notably Google and Yahoo,​ refuse to​ advertise them.

You might think that online gambling websites would face an​ insurmountable obstacle in​ gaining users' trust,​ as​ well. Trust has long been an​ issue in​ ecommerce,​ historically plagued by credit card billings and websites that disappear just before the​ orders were to​ be shipped–and a​ constant mainstream media drumbeat of​ the​ dangers of​ online transactions. Building trust has long been a​ chief concern of​ businesses selling over the​ web.

The trust issue is​ only compounded for the​ online gambling industry when it​ comes to​ serving US customers. Would you​ trust a​ website with your money if​ it​ were located overseas,​ and you​ had little legal recourse whatsoever to​ get your money back if​ you​ were dissatisfied–and if​ the​ "product" itself were essentially intangible,​ anyway? to​ top it​ off,​ what if​ the​ purchase itself was illegal?

This is​ precisely the​ challenge that online casinos meet every day,​ with the​ estimated 60 percent of​ their industry's customers who come from the​ USA. Casino websites owned and operated entirely outside the​ borders of​ the​ US are free to​ accept US customers. But gambling online with real money is​ illegal in​ the​ US under federal law,​ specifically the​ Federal Wire Wager Act,​ not to​ mention a​ host of​ state laws.

How Do Online Gambling Websites Gain Visitors' Trust?

* Trust symbols: gambling websites' businesses,​ being located outside the​ US,​ are not eligible for most US-based business certification programs such as​ the​ Better Business Bureau or​ Square Trade. So,​ they created their own trust seal: ECOGRA,​ E-Commerce and Online Gaming Regulation and Assurance. Online gambling sites are also wont to​ make a​ prominent display of​ their secure connection certificates,​ from organizations such as​ Thawte.

* Assurances: users' concerns about reliability are not just answered implicitly with fancy seals or​ confident language. One of​ the​ most successful online gambling websites contains this prominent declaration on​ its homepage: "We are licensed and regulated by the​ Government of​ Gibraltar,​ and our games are tested by iTech Labs,​ an​ independent tester of​ gaming and wagering devices to​ ensure that the​ games are fair and operate correctly."

* Transparency: while it​ is​ often hard to​ tell just who is​ behind most ecommerce sites,​ successful online gambling sites are models of​ transparency: the​ location of​ the​ company owning the​ casino is​ always prominently displayed,​ and assurances of​ honesty are backed up with independent audits of​ the​ technology used.

* High-quality design: successful gambling websites always look great,​ no matter how small the​ business behind them. Plain old HTML may be enough to​ convince people to​ post their room rentals on​ Craigslist,​ but it​ doesn't seem enough to​ make web users fork over their credit card digits to​ an​ online casino.

* Low barrier to​ entry: gambling websites generally either have a​ free option or​ require only a​ small upfront payment.

* Highly optimized designs. It's usually only a​ single click,​ if​ even that,​ from the​ homepage to​ the​ virtual betting tables. When you​ can get straight to​ doing what you​ want to​ do,​ there is​ not a​ lot of​ time to​ start nursing doubts.

In short,​ if​ you​ take your online business's trustworthiness for granted,​ you​ may be missing out on​ potential customers who need additional assurances. Take a​ lesson from websites that can't trust their trustworthiness to​ be taken for granted: make sure visitors to​ your site feel comfortable opening up their wallets.
What Web Businesses Can Learn From Online Gambling What Web Businesses Can Learn From Online Gambling Reviewed by Henda Yesti on August 01, 2018 Rating: 5

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